26th June, 2025: Kotak Education Foundation (KEF) has launched a dynamic and heartwarming integrated marketing campaign titled “Future Ka Golden Ticket” showcasing real life success stories and beneficiaries to promote its flagship Kotak Junior Scholarship Program. The campaign aims to raise awareness about the transformative opportunity the scholarship offers to deserving students from underserved communities.
At the heart of the campaign is a brand film featuring real-life beneficiaries, bringing authenticity and emotional resonance to the program. The film showcases inspiring stories of young scholars whose lives have been impacted by the Kotak Junior Scholarship, highlighting how education can be a true golden ticket to a brighter future.
The outreach effort includes a multi-channel outdoor campaign that prominently showcases real-life beneficiaries, with high-visibility placements on bus shelters, bus panels, and cab branding across key urban locations. To deepen community engagement, Kotak Education Foundation has also deployed guerrilla marketing initiatives, including a
tricycle activation that reaches underserved neighborhoods—raising awareness and building direct connections with families on the ground.
The campaign also emphasizes creating a sense of security and motivation for children through KEF’s ‘beyond scholarship’ offerings, which include mentoring, academic support, and life-skills development—ensuring holistic growth alongside financial assistance. The portrayal of real beneficiaries further adds a powerful layer of trust and authenticity, reinforcing the impact and credibility of the scholarship program and the campaign as a whole.
Through this holistic and inclusive approach, KEF reaffirms its commitment to equitable access to education and continues to empower the next generation of changemakers.
Kotak Karma is the Corporate Social Responsibility (CSR) identity of the Kotak Mahindra Group, reflecting its commitment to sustainable and inclusive community development.
Kotak Education Foundation
It has been a rewarding sixteen years since we embarked on our mission to equip economically disadvantaged children and youth with education and foundational skills, galvanizing them towards a better future. Our ‘Inch Wide Mile Deep’ approach, home-grown projects focused on quality education for the low-income segment have been
instrumental in shaping the success of our projects across India. KEF’s approach is primarily three-pronged –
a) holistic interventions with children and educators in school,
b) equitable scholarships for higher studies, and
c) vocational education and skills training for livelihood.
Strengthening school leadership and teacher capacity building, creating a digital ecosystem and learning environment in schools, equipping middle school students with confidence and skills of communicative English, upskilling teachers to provide Foundational Literacy & Numeracy skills, and supporting districts in building and
running Model Schools – these are key interventions run by KEF in Maharashtra and partially in Gujarat.
KEF launched Kotak Kanya Scholarship in 2021 to offer financial and academic support to meritorious girl students for the pursuit of higher education from all across India. Kotak Junior Scholarship supports meritorious students from the Mumbai Metropolitan Region for pursuing 11th and 12th Standard.
KEF’s Unnati project upskills unemployed youth from economically weaker sections of society and coaches them in the basics of IT and spoken English, life skills and personality development. It ensures placements for all eligible participants so they can stride with confidence into any professional sphere.
KEF is now at the cusp of change as it prepares for the next chapter in its journey toward empowering the youth with quality education and livelihood. Armed with its vast experience and expertise, the organization now aims to scale its depth as well as the breadth of its reach. KEF’s philosophy is evolving from a ‘school as a unit’ to working
toward district/state level education transformation. As KEF expands its ambit, it will help drive systemic reform and state education transformation to create long-term Impact at Scale.
Kotak Education Foundation is the primary implementing agency for the CSR initiatives of Kotak Mahindra Group in Education. Kotak Karma is the Corporate Social Responsibility (CSR) identity of Kotak Mahindra Group Companies.
